From symmetry to asymmetry, from "everything is possible" to "let change happen", in June 30, 2010, Lining (China) Sports Goods Co., Ltd. (HK.2331, hereinafter referred to as "Li Ning Co") released the new LOGO (logo) and Slogan (slogan).

"Through external research, consumers feedback from the preferences and the intuitive perception of the original LOGO, Lining gives people a positive, potential, Chinese characteristic, approachable and reliable brand image, but we must change in fashion, cool and international perception."

In the next few years, Fang Shiwei is afraid to repeat the same words N times.

Fang Shiwei, vice president of Li Ning Co group and CMO (chief market officer), entered Li Ning Co in June 2007. In the past 3 years, one of his most important tasks is to reshape Lining's brand.

For Li Ning Co CEO Zhang Zhiyong, Lining's new release means more: the age of Lining's consumer groups is bigger, and the future competition is young.

Intended to raise prices

According to the 2009 earnings report, Li Ning Co sales increased by 25.4% over the same period last year, achieving sales revenue of 8 billion 387 million yuan.

This figure exceeds the estimated sales of Adidas China in 2009.

That is to say, in 2004, when domestic sales revenue was surpassed by Adidas, Li Ning Co reclaimed the "top spot" after 5 years.

Nike China is still top of the list.

The industry estimates that Nike's domestic sales in 2009 were about 10 billion yuan.

But Zhang Zhiyong noted that the annual growth of the domestic sporting goods industry was about 30% before 2008, about 11% in 2009, and 15%~16% in 2010.

The growth of Li Ning Co itself is slowing down as the scale increases: in 2008, the company grew by more than 60% and only 25.4% in 2009.

"The driving force of market growth has changed.

Over the past many years, the driving force of the growth of sporting goods is distribution. We call for more stores. The Chinese market is very large, so that people can buy them, and there must be shops to facilitate consumers to buy, making the industry develop very fast.

Now the store is almost open, and then we will go back to the core and critical stage of competition, which we call product innovation and brand innovation.

Zhang Zhiyong told China business newspaper reporter.

"Product and brand innovation, to do these two things, first of all, there must be a real brand positioning. Without this positioning, we can not do the following things.

Brand positioning for consumers, in fact, is the brand tonality, product characteristics, plus slogans, and LOGO, these four parts usually form the brand personality that consumers see. "

Fang Shiwei said.